ExpOn 2011 - Rand Fishkin - The Power of Inbound Marketing

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Rand Fishkin palestrante do ExpOn 2011 fala sobre The Power of Inbound Marketing

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  • The Power of Inbound Marketing How changes in human behavior and the web landscape have led to arevolution in customer acquisition (and how marketers can take advantage!) Download at http://bit.ly/mozsaopaulo Rand Fishkin, CEO & Co-founder, SEOmoz | July 2011
  • makes SOFTWARE!!We dont offer any consulting.
  • How Things Used to Be Sold
  • 1921
  • 1955
  • 1983
  • 1998
  • Some Marketers Still Do It This Way
  • 2011
  • 2011
  • 2011
  • The Process of Selling Hasnt Changed
  • The Process of Buying Has
  • How People Buy Today
  • Realize a Need
  • Investigate Options
  • Ask Our Friends
  • Seek Out Experts
  • Leverage Q+A Sites & Forums
  • Dig Into Every Detail Available
  • Convert
  • Rise of the Organic Web
  • Search Currently, there are more than 3 billion searches/day on GoogleData via Googles occasional public statements and some inference (for 2006 + 2009)
  • Social NetworksUsers: 10mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm
  • Local Portals
  • Blogs
  • Forums & Niche Communities
  • Social Discovery & Content Sharing
  • Video + MultiMedia Portals
  • The Problem withClassic Web Marketing
  • An Unhealthy Focus on the Controllable, Spend-Driven Channels Newspapers Contextual Ads Banner Ads Paid Outdoor Search Television Video Ads Magazines Radio
  • An Unhealthy Focus on the Controllable, Spend-Driven Channels Newspapers Contextual Ads Interruption- Banner Ads Paid Outdoor Television Based Video Ads Search Messaging Magazines Radio
  • Inbound Marketing is Under-InvestedUnpaid drives85%+ of traffic (but garners only ~$5 billion ofinvestment in 2011) Paid drives